Five-Year Marketing Plan Blue Sky Clothing, Inc.

COMPANY DESCRIPTION          

Blue Sky Clothing was founded three years ago by entrepreneurs Lucy Neuman and Nick Russell, Neuman has an undergraduate degree in marketing and worked for several years in the retail clothing industry.  Russell operated an adventure business called Go West!, which arranges group trips to locations in Wyoming, Montana, and Idaho, before selling the enterprise to a partner.  Neuman and Russell, who have been friends since college, decided to develop and market a line of clothing with a unique—yet universal—appeal to outdoor enthusiasts.

Blue Sky Clothing reflects Neuman’s and Russell’s passion for the outdoors.  The company’s original cotton T-shirts, baseball caps, and fleece jackets and vests bear logos of different sports—such as kayaking, mountain climbing, bicycling, skating, surfing, and horseback riding.  But every item shows off the company’s slogan:  “Go Play Outside.” Blue Sky sells clothing for both men and women, in the hottest colors with the coolest names—such as sunrise pink, sunset red, twilight purple, desert rose, cactus green, ocean blue, mountaintop white, and river rock gray.

Blue Sky attire is currently carried by small retail stores that specialize in outdoor clothing and gear.  Most of these stores are concentrated in northern New England, California, the Northwest, and a few states in the South.  The high quality, trendy colors, and unique message of the clothing have gained Blue Sky a following among consumers between the ages of 25 and 45.  Sales have tripled in the last year alone, and Blue Sky is currently working to expand its manufacturing capabilities.

Blue Sky is also committed to giving back to the community by contributing to local conservation programs.  Ultimately, the company would like to develop and fund its own environmental programs.  This plan will outline how Blue Sky intends to introduce new products, expand its distribution, enter new markets, and give back to the community.

BLUE SKY’S MISSION AND GOALS

Blue Sky’s mission is to be the leading producer and marketer of personalized, casual clothing for consumers who love the outdoors.  Blue Sky wants to inspire people to get outdoors more often and enjoy family and friends while doing so.  In addition, Blue Sky strives to design programs for preserving the natural environment.

During the next five years, Blue Sky seeks to achieve the following financial and nonfinancial goals:

• Financial Goals

1. Obtain financing to expand manufacturing capabilities, increase distribution, and introduce two new product lines.
2. Increase revenues by at least 50 percent each year.
3. Donate at least $25,000 a year to conservation organizations.

• Nonfinancial goals

4. Introduce two new product lines—customized logo clothing and lightweight luggage.
5. Enter new geographic markets, including southwestern and Mid-Atlantic States.
6. Develop a successful Internet site, while maintaining strong relationships with retailers.
7. Develop its own conservation program aimed at helping communities raise money to purchase open space.

THE TARGET MARKET

The target market for Blue Sky products is active consumers between the ages of 25 and 45—people who like to hike, rock climb, bicycle, surf, figure skate, in-line skate, ride horses, snowboard or ski, kayak, and other such activities.  In short, they like to “Go Play Outside.”  They might not be experts at the sports they engage in, but they enjoy themselves outdoors.

These active consumers represent a demographic group of well-educated and successful individuals; they are single or married and raising families.  Household incomes generally range between $60.000 and $120,000 annually.  Despite their comfortable incomes, these consumers are price conscious and consistently seek value in their purchases.  Regardless of their age (whether they fall at the upper or lower end of the target range), they lead active lifestyles.  They are somewhat status oriented but not overly so.  They like to be associated with high-quality products but are not willing to pay a premium price for a certain brand.  Current Blue Sky customers tend to live in northern New England, the South, California, and the Northwest.  However, one future goal is to target consumers in the Mid-Atlantic states and Southwest as well.

https://docs.joomla.org/Portal:Article_Management

1. What the contents of the above news?

    Blue Sky attire is currently carried by small retail stores that specialize in outdoor clothing and gear.

2. When Blue Sky Clothing was founded?

Blue Sky Clothing was founded three years ago by entrepreneurs Lucy Neuman and Nick Russell

3. Where is the current blue sky customers tend to live?

Current Blue Sky customers tend to live in northern New England, the South, California, and the Northwest.

4. who is the target market of Blue sky?

The target market for Blue Sky products is active consumers between the ages of 25 and 45—people who like to hike, rock climb, bicycle, surf, figure skate, in-line skate, ride horses, snowboard or ski, kayak, and other such activities. 

5. why the target market for Blue Sky products is active consumers?

Because Blue Sky wants to inspire people to get outdoors more often and enjoy family and friends while doing so

6. How  you will create Five year  Blue Sky product goal?

During the next five years, Blue Sky seeks to achieve the following financial and nonfinancial goals:

• Financial Goals

a. Obtain financing to expand manufacturing capabilities, increase distribution, and introduce two new product lines.

b. Increase revenues by at least 50 percent each year.

c. Donate at least $25,000 a year to conservation organizations.

• Nonfinancial goals

d. Introduce two new product lines—customized logo clothing and lightweight luggage.

e. Enter new geographic markets, including southwestern and Mid-Atlantic States.

f. Develop a successful Internet site, while maintaining strong relationships with retailers.

g. Develop its own conservation program aimed at helping communities raise money to purchase open space.